Applications for the inaugural Channel Partners Technology Advisor (TA) Thought Leadership Awards are pouring in, with many great industry leaders sharing what makes them thought leaders. We launched this award with the idea of elevating those in the communications channel because, for so long, their contributions have gone unnoticed or not given the recognition they deserve. This award is open only to tech advisors and agents.

I encourage you to nominate yourself, a peer, or a tech advisor/agency leader you admire, as we intend to celebrate these individuals at the upcoming Channel Partners Conference & Expo—the world’s largest independent gathering connecting the entire channel. They will be given main-stage recognition along with a prominent place on our digital platforms and social media communities. It is an opportunity you do not want to miss. The application is easy to fill out, and a blue-ribbon panel of judges will review each application. We are truly excited about this new initiative that celebrates the communications channel. The deadline to apply is Feb. 13.

Here are some insights we collected from the initial wave of entries I thought you might enjoy. Hopefully, this motivates you to fill out the application form.

In today’s rapidly evolving technology landscape, thought leadership has become synonymous with advocacy, collaboration, and industry influence. It is my argument—and always will be—that leaders of partner organizations are every bit the thought leader as the CEO of Verizon, Dell, Microsoft, or OpenAI. I listen carefully to them all.

Technology advisors are redefining the channel by championing transparency, driving meaningful dialogue, and empowering their peers and clients to navigate complex decisions with confidence. The stories of these exceptional leaders highlight how advocacy and influence are shaping the future of the channel.

One applicant said she stands out as a trailblazer for women in the channel, consistently advocating for inclusivity and empowerment. Over the past six years, this individual has emerged as a game-changer, leveraging her platform to promote women in the channel through panel discussions, speaking engagements, and industry events. Her ability to combine deep industry knowledge with an engaging delivery style has made her a respected voice and a champion for professional relationships. This individual sounds like a shoo-in for the award, but it will be up to our judges to make the final decision.

However, if you feel you have accomplished something similar, send in your application now.

Another individual said he exemplifies peer advocacy through his leadership in a peer group where he leads webinars, live sessions, and discussions that address real-world challenges faced by advisors. His vendor-agnostic approach and commitment to client-first solutions have helped advisors navigate change, strengthen partnerships, and drive business growth across the channel. If that is not the essence of thought leadership, I don’t know what is, but I hope the rest of the application impresses our judges.

Two other individuals are nominated for their dedication to elevating industry standards—one through an advisor firm that advocates transparency and collaboration, empowering partners to deliver long-term value. Another combines thought leadership with philanthropy, connecting technology advisory with community impact. Both leaders emphasize ethical practices, cost transparency, and measurable outcomes, setting benchmarks for excellence in the channel. Clearly, these two are impressive thought leaders whom I hope we can crown at Channel Partners Expo.

Three other tech advisors said they are shaping the channel ecosystem through innovation and collaboration. One uses her platform to redefine consultative advising, while another drives scalable processes and growth-oriented partnerships. Another executive’s thought leadership includes a methodology that shifts the focus from product-led selling to experience-driven engagement. I was taken by this applicant’s dedication to what he says is “professionalizing the advisor role and strengthening channel value.”

I found another group of leaders fostering resilience and growth by mentoring peers, hosting events, and advocating for best-fit solutions. Their efforts ensure that advisors remain competitive and future-ready, bridging the gap between technical expertise and business strategy. Again, the very definition of thought leadership.

From championing diversity to driving transparency, these thought leaders demonstrate that advocacy is the foundation of influence. By prioritizing collaboration, education, and client-first decision-making, they are transforming the channel into a more strategic, trusted, and impactful ecosystem.

Come be part of the Channel Partners TA Thought Leader Awards. Apply here.